Overview

Working directly with the Europe, Middle East and Asia (EMEA) chief operating officer, we were asked to update SodaStream and SodaClub for the 21^st century.

The brand had established a strong reputation for fizzy, soft drinks at home around the globe, but the market had moved and SodaStream was now left behind.

The competitors product offering was becoming increasingly sophisticated and diverse, with more focus on health. We developed a new brand positioning for the business that enabled them to evolve and remain relatable to existing customers.

Customer experience

In order to move the brand away from its previous positioning and associations it was critical to look closely at the customer experience, touch points and interactions in order to ensure any new messaging was delivered consistently. This involved a lot of research, focus groups and reporting of brand sentiment.

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Brand development and management

Reimagining the brand values of a large global business takes time (or a very large budget). Over the course of this project we worked with several European marketing teams to move the business away from ‘sticky drinks’ into a ‘sparking water’ focused brand. This work involved multiple stakeholder meetings, affirmations, research and development.

Marketing communications

Creating and delivering the marketing strategy for this multinational brand required close attention to detail. In particular the tone of voice used, ensuring that it translated verbally and culturally across borders.

We worked alongside the SodaStream and SodaClub marketing teams, developing brand guides to support the delivery of this new strategy. This work involved all aspects of print media, OOH media, digital/social, web and in-person ‘pop-up’ tasting activities.

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Direct mail and packaging

SodaStream/SodaClub is historically a mail-order business that has evolved to become ecommerce. The products and the materials within which they are delivered is pivotal to the overall customer experience.

We worked closely with the product sales and marketing teams to develop the products, looking at everything from names and visual aesthetics to the shapes and packaging and how this would influence the user experience.

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Design

This rebrand involved many aspects of design. It starts with the brand identity but flows into the every aspect of the business, the products, marketing, advertising and more. As custodians, it was our job to ensure the design look and feel was consistent. This was central to the success of the reposition work.

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Market research

We undertook numerous challenges during the course of our work with SodaStream/SodaClub. All of the activities were developed around data and insights, working with data specialists to ensure the decisions being made were based on facts, rather than hunches. This work involved multiple stakeholders, across geographies and cultures.

Budgeting

During the course of our work budgeting was reported and accounted with each geographical sub-group.

This included monthly reporting and budgeting activities for each business region. This was then shared with the wider local and global management teams. Ensuring that all campaign activity – both the planning and costing was developed, reported and accounted for.

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